Case 1: Billd

Billd is a green fintech startup providing disruptive SaaS for digital receipts collecting alnd analysing Offline Market Big Data with an in-house AI model.

Case Context: Across Europe, regulation is shifting to digital-by-default for transaction evidence. The EU adopted the 'VAT in the Digital Age' package on March 11, 2025, enabling mandatory e-invoicing and phasing in digital reporting from 2027 to 2035. This creates a new media surface at the point of payment; digital receipts can host consented, personalized ad units and post-purchase journeys that are measurable and privacy-compliant. Please think of the early App Store era, developers monetized with plug-in ad boxes provided via APIs, AdMob is a classic example, and Google acquired it for $750 million in 2009. Billd is the new service in this case; it exposes APIs and SDKs for POS software to issue digital receipts, open ad inventory on those receipts, share revenue with merchants, and handle consent, reporting, and settlement.

Case description: Billd lets POS providers implement digital receipts that double as consented ad inventory at checkout. The core choice is the business model: pick between SaaS, revenue share with POS partners, or a two-sided marketplace, with go-to-market built on ISV, acquirer, and gateway partnerships in high-frequency retail. Demand is rising thanks to Europe’s move toward digital transaction evidence, merchant cost savings, measurable post-purchase reach for brands, and lower paper use. The tech stack requires POS SDKs/APIs, identity and consent management under GDPR, and secure reporting. Differentiation comes from the breadth of integrations, data quality, and ease of settlement. The primary risks are integration timelines, privacy concerns, and country-specific regulations, which are mitigated by certification, clear opt-in mechanisms, and standardized schemas. Expected student deliverables are a brief report and deck with model comparison and unit economics, a 12-month GTM for one EU market with a compliance checklist, a lightweight architecture and consent UX, KPIs, and a simple forecast, plus a risk register with mitigations.